Effie Worldwide and Warc, the global marketing intelligence service, revealed the results of the inaugural Effie Effectiveness Index. After analyzing finalist and winner data from 40 worldwide Effie competitions, the Index has ranked companies within the Asia Pacific region.
Unilever has been named the most effective advertiser within the Asia Pacific region, while McDonald’s is the most effective brand. Omnicom has been adjudged the most effective advertising holding company and Ogilvy & Mather is the most effective advertising agency network. Ogilvy & Mather Mumbai has been named the most effective individual agency office, while BBH Singapore is the most effective independently held advertising agency.
Commenting on the ranking, Hephzibah Pathak, president, O&M Mumbai, said, "Great work that works is at the heart of everything that we do. This recognition is a result of the potent huddle of our triumvirate (Account Management, Planning and Creative) and of the faith that clients show in the solutions that we offer."
Matt Seiler, Effie Worldwide chairman of the board and Global CEO of Mediabrands said, “The Effie Index is the best source for who’s doing the best marketing around the world. As part of the overall Effie offer, it should be an invaluable source to help marketers and their agencies.”
In the inaugural Effie Index, Effie finalists and winners announced between 10 June 2010 and 13 June 2011 qualified for the Index.
The top five most effective advertisers in Asia Pacific are Unilever, McDonald's, Tata Group, Levi Strauss & Co. and Mars, while the most effective brands are McDonald's, Levi's, IBM, Commonwealth Bank and Vodafone. The top five most effective holding groups in Asia Pacific include: Omnicom, WPP Group, Interpublic (IPG), Publicis Groupe and M&C Saatchi PLC. The top five most effective agency offices are Ogilvy & Mather Pvt. Ltd. (Mumbai, India), Lowe Lintas (Mumbai, India), Colenso BBDO (Auckland, New Zealand), Draftfcb New Zealand (Auckland, New Zealand), and Clemenger BBDO Proximity (Melbourne, Victoria, Australia). The most effective independent agencies are BBH Singapore, BMF (Sydney, NSW Australia), AJF Partnership (Melbourne, Victoria, Australia), Irisnation
Singapore and Belgiovane Williams Mackay (Sydney, NSW, Australia), which tied with Response Marketing (Pvt) Ltd (Sri Lanka).
On a global level, Procter & Gamble is the most effective advertiser, McDonald's is the most effective brand, Omnicom is the most effective advertising holding company and BBDO Worldwide is the most effective advertising agency network. Sancho BBDO of Bogota, Colombia is the most effective individual agency office in the world, while Wieden & Kennedy, based in Portland, Oregon, USA is the most effective independently held advertising agency.
Rufus Olins, chief executive of Warc, said, "The Effie Effectiveness Index will become the industry standard. It is the world's most comprehensive ranking of agency and advertiser performance and a valuable resource for anyone interested in marketing effectiveness."